Contemporary Research
in Irish Marketing
B Sc Marketing @DIT
Student Dissertation Research 2008-2010
Volume 1
School of Marketing
College of Business
Aungier Street
Dublin 2
1
Table of Contents
Introduction ................................................................................................................................... 3
Antecedents to Consumers’ Purchase Behaviours and Attitudes Towards CauseRelated Marketing ....................................................................................................................... 5
Broadening the Boundaries of Marketing: Investigating the Role of Sales
Personnel in Marketing Planning .......................................................................................... 6
Consuming Sex: A Discourse Analysis of how Young Irish Men Consume
Newspaper Coverage of Prostitution. ................................................................................... 7
Spreading the Virus though the Irish Market. How Irish Advertising
Practitioners View the Current Status of Viral Marketing Activity in Ireland. ...... 8
The Changing Face of Marketing Communications: An Evaluation of the Promise
of Viral Marketing. ....................................................................................................................... 9
The Evolution of Social Media ...............................................................................................10
The use of Rhetorical Figures in Television Advertising and Consumer Meaning:
An Exploratory Investigation.................................................................................................11
Sustainability in Business: A Case Study of Airtricity ...................................................12
Celebrity Misdemeanours – Do They Really have a Negative Impact on
Consumers’ Purchase Intention?..........................................................................................13
Reconceptualising Online Brand Community - a detailed Investigation into the
Consumer-driven Ford Bronco Online Community – www.FullSizeBronco.com14
Are Subcultures of Consumption the Future of Marketing? An Investigation into
the Irish Heavy Metal Subculture. ........................................................................................15
A study on the Exchange of Information in Online Mountain Biking Communities
..........................................................................................................................................................16
An Exploratory Study of Sales-Marketing Integration and it’s impact on
Marketing Strategy in the Irish Fashion Retail Industry .............................................17
2
Permission Marketing: An Empirical Study on the Factors Influencing
Consumers’ Adoption of Mobile Phone Service. .............................................................18
Introduction
The B Sc Marketing at the DIT School of Marketing has produced over 2,500 graduates in
past three decades, many of whom are now at the forefront of marketing practice
nationally and internationally. Often their first in-depth engagement with marketing
research and practice comes with their final year dissertation task. The dissertation
allows the students to define, shape and research a marketing issue in great depth, using
leading-edge theory to formulate a research question. This question is examined ‘out
there’ in the word of marketing industry practice and consumer reality through the use
of appropriate research methods. Such an engagement with research defines and
differentiates these graduates and the ‘black book’ ensures that graduates have
demonstrated the core marketing competences needed at the highest level.
This first edition features fourteen varied, rich and insightful pieces of research by final
year marketing students. Not surprisingly, online marketing, social media and viral
marketing issues are at the forefront of topics for research. In addition, the
contemporary issues of community features strongly, with the role of brand
communities being a dominant thread as well as issues such as the boundaries of
marketing, marketing communications and advertising. All demonstrate the variety,
range and depth of research issues being tackled by students, taking leading theoretical
ideas into the marketplace for first-hand evaluation.
As well as featuring contemporary marketing issues, the range of methods used to
investigate these issues reflect advances in research techniques.
Students have provided a summary or abstract of his or her work in their own words.
Their academic supervisor is also listed. If you are interested in any particular work you
should contact myself or the staff member concerned. Details can be found on
http://www.dit.ie/marketing/staff/
I hope you find the students’ work stimulating and interesting.
Roger Sherlock,
Head of Department of Marketing Studies,
3
DIT College of Business,
School of Marketing.
4
Antecedents to Consumers’ Purchase Behaviours and Attitudes Towards
Cause-Related Marketing
Author: Barry McGuirk
Supervisor: Jennifer McDonnell
Abstract
There is evidence everywhere that consumers are becoming more and more ethically and
socially conscious. Rising awareness among consumers has lead to increased demand for
ethical products. Producers have answered this call and the amount of social marketing and
the number of products with ethical associations being put on the market has exploded over
the last few years.
This dissertation aims to give an insight into one of most commonly used strategies for
communicating a company’s social responsibility, Cause-Related Marketing (CRM). The
study sought to test a number of previously established hypotheses about what causes
consumers’ varied reactions to CRM.
Using secondary research of academic literature and industry publications, the most important
of these antecedents to consumer behaviour were selected. They were tested using
quantitative methods and significant results were found. The analysis discovered a number of
statistically significant relationships between campaign variables and consumer behaviour.
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Broadening the Boundaries of Marketing: Investigating the Role of Sales
Personnel in Marketing Planning
Author: Sarah Browne
Supervisor: Laura Cuddihy
Abstract
The overall aim of this undergraduate research dissertation is to consider the relatively
unexplored notion that sales personnel could possibly play a viable and extremely beneficial
role in the marketing planning process.
An examination of the literature provides insight into what exactly marketing planning refers
to, who is or should be involved in planning development and implementation and why
effective implementation of marketing planning is crucial for achieving improved business
performance, as there is a general consensus emerging from the literature that marketing
planning does have a role to play in achieving business and corporate strategy. Having
reviewed the literature it became clear that marketing planning is considered an important
output of the marketing management process and will benefit any organisation that accepts
this process into their organisation and allocates sufficient resources to its implementation.
The overwhelming opinion of academics is that marketing activities and planning should not
operate in a vacuum but instead should consider input from varying and knowledgeable
employees across the organisation (Ashill, Frederikson and Davies, 2003). Having reviewed
the extensive literature in the area of marketing planning, it has become apparent that an
organisations’ sales force has a lot to offer the marketing planning process (Simkin, 2002).
While this notion is often alluded to by academics, there is a lack of definitive research into
sales involvement in marketing planning in the literature. Therefore the research question
proposed is, to what extent do marketing management believe that sales personnel’s
involvement in marketing planning can positively influence this process?
Qualitative research in the form of in-depth interviewing was conducted with five senior
marketing executives from various industries and organisation types. Qualitative research was
chosen because an internal perspective was sought on sales personnels’ involvement in
marketing planning by those highly involved in this process (Mason, 2002). A purposive
sampling technique was used as this type of sampling focuses on selecting “information rich
cases whose study will illuminate the questions under study‟ (Patton, 2002: 230). Rationale
for all decisions made in the research methodology including research approach, research
design and data collection and analysis techniques are put forward to strengthen the validity
of the findings.
The findings indicate that sales personnel do in fact play an important role in marketing
planning, from the perspective of marketing management. However the extent to which sales
participate in this process varies and is threatened by the long-standing controversial
relationship between the sales and marketing functions. The most unanticipated and
interesting finding was the effect that the present unstable economic condition has had on
numerous aspects of marketing planning, including the people involved in this process. Future
research to further explore this new and evolving issue is highly recommended.
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Consuming Sex: A Discourse Analysis of how Young Irish Men Consume
Newspaper Coverage of Prostitution.
Author: Joe Fitzgerald
Supervisor: Brendan O’Rourke
Abstract
This study aims to gain an insight into how young men consume newspaper coverage of
prostitution. Prior to commencing the primary research, a synopsis of the literature on
sexuality and prostitution was carried out. The literature on these areas is vast, therefore, this
study concentrated on literature concerned with sexual equality. To generate primary data,
two focus groups were conducted in an informal setting, one of mixed gender and the other
consisting exclusively of men. The mixed gender group was conducted to add a greater
variety of discourse for analysis. During the focus groups, the participants were presented
with five pieces of stimulus material. These discussed various topics surrounding prostitution,
including abuse of a prostitute, the legal status of prostitution and the growth of prostitution in
Ireland.
Discourse analysis was then used to analyse and interpret the men’s responses. This analysis
found four reoccurring themes within the data; distancing, moral dilemma, categorisation, and
the role of newspapers. Men were at ease in using feminist discourse and demonstrating
traditional feminine traits. They also demonstrated both egalitarianism and patriarchy towards
prostitution. The conclusions of this study were directed at interest bodies; academia, public
policy makers, prostitutes and prostitute unions. Areas for further research were also
identified, with a concentration on ‘the buyer’ and the sex-worker being recommended.
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Spreading the Virus though the Irish Market. How Irish Advertising
Practitioners View the Current Status of Viral Marketing Activity in Ireland.
Author: Aoife Garvey
Supervisor: Joe McGrath
Abstract
Viral marketing is still a relatively new concept having only emerged in 1997. The author
acknowledges the limited amount of literature available on the topic at present. To allow the
reader a better understanding of this new form of media, examples of viral campaigns are
discussed throughout this study. The author has also created a digital appendix, which
illustrates many of the viral campaigns discussed throughout the literature review and data
analysis chapters.
The author interviewed eight advertising practitioners from various agencies in Dublin to
examine the current status of viral marketing in the Irish market. The author focused on
particular themes such as the demise of the traditional forms of advertising, the current state
of viral marketing in the Irish market, successful viral campaigns, viral marketing in the
recession and the future of advertising in Ireland.
Among the findings, the author identified a divide in opinion in relation to viral marketing
activity in Ireland. The author believes this divide stems from the different agency types,
mainly with the opinions of traditional advertising agencies contrasting with the opinions of
digital media agencies. The nature of the Irish client is also discussed in terms of their
attitudes and behaviours towards viral marketing.
The author concludes this study by commenting on the current status of viral marketing in
Ireland, both in relation to advertising agencies and their clients. Recommendations for future
study are also outlined.
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The Changing Face of Marketing Communications: An Evaluation of the
Promise of Viral Marketing.
Author: Geraldine Hogan
Supervisor: Gerry Mortimer
Abstract
This study aims to explore the perceptions of those working in advertising agencies
concerning the changing landscape of marketing communications and to evaluate the promise
of viral marketing as a means by which to achieve message conveyance within today’s
dynamic environment. The proliferation of digital media is functioning as a catalyst in regard
to the dynamics of the media landscape and is working to underscore the changing face of
marketing communications. Within this there is an assertion that viral marketing represents a
‘silver bullet’ that can counter increasing fragmentation and accountability issues, whilst
achieving effective message conveyance. The predominant aim of this research centres on
identifying whether viral marketing has the potential to deliver on such expectations and
become a mainstay medium with respect to the future of advertising
The primary data was collected through adopting a qualitative research orientation and more
specifically, through the use of in-depth interviewing. Within this the interviews followed a
semi-structured format. A non-probability sampling method was utilised with a total sample
size of five agencies located within the greater Dublin area.
Overall the findings of the research highlight that viral marketing represents an increasingly
important constituent of digital media. However the general consensus indicates that, in its
current form, the medium lacks the ability to become a core medium and achieve the ‘core
status’ reserved for some of the more traditional media vehicles such as TV or radio.
An obvious limitation of the current study is that it was beyond the scope of this piece of
academic research to undertake expansive research to include both smaller agencies and
agencies operating outside the Irish Market. Therefore future research into this area should
incorporate the analysis of agencies based outside the Irish Market. Furthermore it must be
noted that the researcher lacks extensive experience with regard to conducting in-depth
interviews. However, the researcher did consult the relevant literature with a view to
increasing her familiarity with the nuances of the technique.
This research may provide a greater understanding of the changing face of marketing
communications. This research may also lead to future research within the area, focusing
specifically on the client side of the industry as it was identified that there is a clear need to
access the attitudes and perceptions of clients.
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The Evolution of Social Media
Author: Gary Murray
Supervisor: Joe McGrath
Abstract
This dissertation seeks to explore an exciting new phenomenon known as electronic word-ofmouth (e-WOM). There have been many technological advances over the recent years and the
Internet is by far the most impressionable. Amongst its many offerings, the Internet facilitates
the communication between consumers. E-WOM involves consumers communicating with
other consumers online, and educating one another on the marketplace. Its predecessor, wordof-mouth (WOM), has been proven to by far the most influential information source thus far,
suggesting that e-WOM may be equally as effective, if not more so. Although both forms of
social media share many similarities, they are also quite unique in their own right. The most
obvious distinction is the greater scale and scope provided by e-WOM.
This research is two fold. Firstly, it aims to explore e-WOM and discover the driving force(s)
behind its predominance. And secondly, it aims to explore the impact of e-WOM on
traditional WOM as an information source. A quantitative investigation was chosen to
explore these areas. Despite the limited research on the concept of e-WOM, there is a
significant amount of literature available from other relevant theoretical areas, which provide
a more than adequate framework to warrant quantitative approach.
The objectives of this study are unique; some of the objectives have never been attempted
whilst others have received modest attention in the literature. Not only are the findings from
this study insightful, they should also prove very beneficial for practitioners in this modern
era. Furthermore, the comprehensive insight into e-WOM provided by this study, represent a
large contribution to the limited research on the topic. This study can act as a reference point
for future studies into this new and exiting trend.
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The use of Rhetorical Figures in Television Advertising and Consumer
Meaning: An Exploratory Investigation
Author: Robert Dunne
Supervisor: Dr. Katrina Lawlor
Abstract
A review of the literature has not fully investigated the nature of various consumer meaning
processes through the use of rhetorical figures. To that end the literature has to date
investigated consumer responses to rhetorical figures in print media. As a result this research
study is an exploratory investigation of the consumer responses generated from rhetorical
figures in television advertising.
The theory of meaning is introduced as an alternative scope with which to view consumer
responses to advertising. This represents a shift from the well-established paradigm of
viewing the consumer as an information-centred individual. A number of meaning based
models are presented and critiqued. Their contributions to the understanding of meaning
which consumers generate in response to advertising are discussed in detail. Gaps in the
various models offer the rational for this particular research.
A time-honoured theory is introduced as a means of addressing the specific shortcomings in
the meaning based models, the theory of Rhetoric. Discussion is provided based on the
literature to date on consumer responses to rhetorical figures with regards to print advertising.
This discussion leads to the areas of neglected study within the consumer research tradition
and highlights the niche which this research explores.
An interpretive approach was taken in this research study as a result of the extant positivist
inquiry that is present in the area of discussion. A taxonomy of rhetorical figures was used as
the basis for the primary research.
Findings indicate that the taxonomy of rhetorical figures used in the research may be
transposed from print media to television advertising. The reference points, pleasure and
focus paid to ad elements by consumers in response to rhetorical figures and development of
meaning are presented. Implications for practicing marketers are discussed and avenues for
future research are introduced.
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Sustainability in Business: A Case Study of Airtricity
Author: Aisling O’Sullivan
Supervisor: Gerry Mortimer
Abstract
As we move into the second decade of the twenty-first century, the repercussions of our
previous unsustainable activities remain evident. Global economies are struggling to recover
from the current financial crisis, polar ice caps continue to melt due to global warming and
humanitarian crises engulf regions like Darfur and Somalia. Society as a whole needs to ask
itself, ‘how do we create a more sustainable global environment?’
Although leading academics and world leaders have failed to reach a consensus on the
specificities of creating sustainability, most would agree that we must live in a way that meets
present-day needs, without compromising the ability of future generations to do the same. In
essence this means endeavouring to curb and manage western consumption whilst
simultaneously raising the standard of living of the developing world without increasing its
resource use and environmental impact.
For the purpose of this study, the researcher employs Elkington’s (1997) ‘Triple Bottom Line’
definition of sustainability, which envelopes environmental quality, social equity and
economic prosperity. By applying this three dimensional notion of sustainability to collected
data, the researcher explores the embodiment of sustainability in the renewable division of a
leading energy utility. This study investigates the theory of ‘ethical economics’ – in essence
taking greater account of the social and environmental consequences of market behaviour.
Following the comprehensive review of sustainability literature, a number of research
questions are extracted relating to the incorporation of sustainability into businesses. These
research questions are then utilised in the creation of a data analysis structure, to achieve the
overriding study objective. In the data analysis section, case study evidence is used to answer
the research questions arising from the literature review, under Elkington’s Triple Bottom
Line criteria.
Research findings arising from this study indicate that Airtricity is successfully integrating
sustainability activities into its core business strategies. The evidence presented indicates that
sustainability in the organisation is understood and applied under all three dimensions of the
triple bottom line; environmental, social and economic. Whilst the development of the
company has been significantly altered as a result of its acquisition by the Scottish and
Southern Energy group, a significant emphasis on sustainability remains evident.
12
Celebrity Misdemeanours – Do They Really have a Negative Impact on
Consumers’ Purchase Intention?
Author: David Moore
Supervisor: Jennifer McDonnell
Abstract
The purpose of this dissertation was to investigate whether a celebrity’s negative behaviour
can have an impact on consumers purchase intention. In order to examine all aspects of this
problem a number of steps were carried out. Firstly a literature review was undertaken. This
provided a solid body of work relating to the topic of celebrity endorsement. This allowed for
the development of four sub-objectives that would facilitate in answering the overall research
objective.
The four sub-objectives of this study were as follows:
To assess if consumers believe that celebrity endorsers can play an influencing role in their
purchase intention
To establish whether consumers will rate living celebrities more appealing than posthumous
ones
To identify whether consumers view self-inflicted harm by celebrities more favourable than
actions that affect others
To establish if a celebrities negative behaviour impacts on a consumer’s perception of them.
In order to obtain answers for each of these objectives primary research was carried out. This
research consisted of administering questionnaires to a sample of one hundred respondents
that were chosen carefully in accordance with Central Statistics Office figures from the 2006
census. This provided an accurate representation of the population of Ireland. Respondents
were asked to answer questions relating to celebrities that had been subject to varying degrees
of negative publicity. This data was then inputted into the computer program SPSS and
analysed. The results provided some interesting findings. Overall It was established that a
celebrity’s negative behaviour only has a minimal impact on consumers purchase intention.
13
Reconceptualising Online Brand Community - a detailed Investigation into
the Consumer-driven Ford Bronco Online Community –
www.FullSizeBronco.com
Author: Emma Naylor
Supervisor: Roger Sherlock
Abstract
‘I think that the "brand loyalty" has very little to do why we are all here. We came together
under a common umbrella [Bronco], but stay together as a family’ (parttimer, FullSizeBronco
Community member, 15-05-2010)
The purpose of this research study is to introduce a new construct of online consumer
community, namely a consumer product community. The author defines a product
community as a specialised, non-geographically bound community that exists based on
members’ appreciation of, and utilitarian involvement with, a specific product and is both
reinforced and strengthened by members’ commitment to each other.
Having familiarised herself with extensive literature in the area of brand community, the
author of this research study conducted a netnographic investigation of an online community
called FullSizeBronco.com which revolves around the Ford Bronco automobile.
Based on both observation of and interaction with the FullSizeBronco community, the
author’s findings suggest that there is evidence of another type of online consumer
community in the virtual world, which is not accommodated by the three main constructs of
community in the current literature.
The author is referring to this emergent type of community as an online, consumer-run
product community. The defining characteristics of this community include information
seeking behaviour, altruistic/empathetic behaviour, a hierarchical structure, a transformation
of the self (in terms of members’ motivations for remaining committed to the community)
and, most importantly, a sense of loyalty towards each others as a pseudo-family.
14
Are Subcultures of Consumption the Future of Marketing? An Investigation
into the Irish Heavy Metal Subculture.
Author: Emma Tallon
Supervisor: Adrienne Czerwin-Abbot
Abstract
The purpose of this research is to investigate the Heavy Metal subculture in Ireland and how
it interacts and reacts to marketing. Established studies regarding culture and various different
subcultures of consumption are explored, and this forms the basis of the research. The
industry review describes the history of Heavy Metal, and provides an overview of the music
industry as well as documenting the effects of the Internet and downloading music. The
review also examines the different Heavy Metal magazines used by this subculture.
The research methodology chapter presents the research objectives, the sample used and how
the research was conducted. The methodology uses previous subcultural studies as a
guideline, and takes an interpretivist approach to conducting research. Phenomenological
interviewing methods were used, as well as participant observation at gigs to gain a deep
understanding of the subculture.
The findings chapter detail the key findings from the research, and the emerging themes. The
data shows that the Irish Heavy Metal subculture has social hierarchies, unique jargons,
community and a linking value (affecting clothes, places to socialise and rituals), maintains
boundaries and is only partially affected by levels of alienation and sensation seeking. The
findings also reveal the subcultures reaction to marketing that it is aimed towards them and
outsiders.
15
A study on the Exchange of Information in Online Mountain Biking
Communities
Author: Kevin Power
Supervisor: Mary Lawlor
Abstract
The aim of this dissertation is to examine the effect of online communities in contributing to
offline gatherings. Specifically, the downhill mountain biking community in Ireland has been
chosen as a study sample. So far there has been little research on the effects online
communities have in facilitating community interaction in an offline setting. Downhill
mountain biking is a relatively niche sport in Ireland with fewer than 250 members actively
participating in the community. The research for this dissertation consisted of a quantitative
survey with a sample population of 100 mountain biking enthusiasts who were active in the
community. The data collected in the research was analysed using the SPSS statistical
software package, and a combination of frequency, cross-tabulation and Correspondence
Analysis were employed.
Information exchange has been identified as a major contributor to online activity in many
online communities. For a niche sport like mountain biking, participants are reliant on a
network of weak-ties for dependable information. The mountain biking community in Ireland
has been identified as particularly active in a virtual setting. This research therefore aims to
identify the key motivators for influencing mountain biking enthusiasts to participate in
online communities. Further it was found that online communities were identified as the most
important information channel for promoting offline events, indicating that they can play a
role in facilitating offline communication between members.
16
An Exploratory Study of Sales-Marketing Integration and it’s impact on
Marketing Strategy in the Irish Fashion Retail Industry
Author: Orla Keogh
Supervisor: Laura Cuddihy
Abstract
The overall aim of this undergraduate research dissertation is to examine the relatively
unexplored notion that Sales-Marketing integration has a significant impact on the delivery
and implementation of marketing strategy within an organization.
An assessment of the literature provides a detailed insight into what exactly Sales-Marketing
integration and marketing strategy refers to, who is ultimately responsible for the delivery of
an effective strategy and how collaboration between the two business functions, sales and
marketing, paves the way for this. Having examined the literature, it became immediately
clear that Sales-Marketing integration is essential in order to deliver and implement an
effective marketing strategy where responsibility and accountability is equally shared among
the two business functions. With organizations implementing their marketing strategies in a
series of different styles, “research investigating the different styles of implementation is
scarce” (Thorpe and Morgan, 2006: 660).
Academic thought focuses largely on the concept of Sales-Marketing integration in terms of
improving business performance and organizational operations (Le Meunier- FitzHugh and
Piercy, 2006). Having reviewed the wide-ranging literature surrounding the area of marketing
strategy, it has become clearly evident that there is a significant link between the notion of
Sales-Marketing integration and the delivery and implementation of marketing strategy within
the organisation. Therefore the research question proposed is, To what extent does SalesMarketing integration impact the implementation of marketing strategy within an
organization operating in the Irish fashion retail industry?
Qualitative research in the form of in-depth interviewing was conducted with five key
members of an organization operating in the Irish fashion retail industry who work between
the Sales and Marketing functions of the business and are directly involved in the delivery
and implementation of marketing strategy. Qualitative research was the selected research
method, as an in-house perspective was necessary to gain a valuable insight into the internal
operations of the organization from both a Sales and Marketing standpoint. Justification for
all decisions made in the research methodology including research design research approach
and data collection and analysis techniques are put forward to reinforce the authenticity of the
findings.
The findings indicate that sales and marketing do in fact work collaboratively within the
organisation, however this is not operationalised in the traditional sense. The most
unanticipated and remarkable finding was that management are in fact the key developers of
marketing strategy where their input into the formulation has immediate priority even though
the marketing role examined takes a more senior role within the organization. Future research
to further investigate this modern and evolving issue is highly recommended.
17
Permission Marketing: An Empirical Study on the Factors Influencing
Consumers’ Adoption of Mobile Phone Service.
Author: Tarik Velic
Supervisor: Mary Lawlor
Abstract
The purpose of this study is to examine the key factors which consumers consider before
giving permission to mobile network operators to provide them with mobile services. In
particular the study examines the influence of message relevance, consumer interest,
incentives and perceived risk on consumers’ willingness to adopt mobile phone services. The
study tests if there is a relationship between relevance of mobile service and consumer
interest in the content of the service. The impact of incentives on consumer willingness to
opt-in to the service is also considered. Finally the research also tests whether ease of opting
out has an effect on consumer willingness to opt-in to a mobile service. This study also
investigates how consumers perceive mobile services provided by their mobile network
operator and examines the characteristics of mobile service subscribers.
Data is collected by means of a questionnaire administered to college students. The data
gathered from the questionnaires is examined using principal component analysis, cluster
analysis and crosstabs. Findings from the PCA analysis show relevance of service and
incentives are the most significant forces which respondents consider before adopting a
mobile phone service. The cluster analysis portrays that a relationship exists between
relevance of the service and consumer interest in the content of service. This can be seen in
the formation of the clusters as the respondent’s hobbies matched their chosen mobile phone
service. The crosstabs also confirm this finding with a large proportion of respondents
ranking a service as “most relevant” based on their selected hobby.
Results from the PCA analysis also indicate that ease of opting out does not have an effect on
consumer willingness to opt-in to a mobile service. Generally the variables “age” and “ever
subscribed to a mobile phone service” had an impact on consumer perception of mobile
services provided by MNOs. In terms of characteristics, most respondents preferred “playing
sports”, “watching movies” and “listening to music”. This coincided with their rank of service
by relevance with “sports updates”, “mobile music” and “entertainment” services receiving
the highest ranks.
As results indicate operators and companies collaborating with them should focus on
providing consumers with mobile phone services that are consistent with their needs as well
as offer an incentive for the consumer to subscribe to such a service. The incentive could be
used to entice customers to try the service and making the service relevant to them would help
retain those consumers.
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